Contract
Pilot Marketing Tips
Almost weekly, I talk to several Contract IC Pilots that
tell me business is slow. When asked, “What marketing strategies are you
using?” Almost all have no plan at all. Its no wonder business is slow for
these pilots. May I offer a few suggestions to improve your marketability:
1. Prepare a concise one-page Contract Pilot Resume: Always have a copy to give out when
traveling. Include all contact numbers, email, and web addresses. Post it at
several online locations (http://www.pilots4rent.com/, www.avcrew.com and www.corporatepilot.com are
good places to start). If you are good at web design and submissions, you can
build your website and submit to the search engines. Remember… the
majority of your keywords and description must be in the text of your resume
for higher rankings. Consider pay-per-click search engine listings for fast
visibility. Always include a signature file on every email with a
"link" to your online resume and/or website.
2. Target your contacts: Use the NBAA Member Directory (if
you are a member) and The Air Charter Guide online (www.guides.com)
as a source of contacts. You can search by location, aircraft types, etc. These
publications contain valuable contact info. Once the companies and contact
individuals are identified, fax your cover letter and one page resume.
Follow-up with a phone call within two days. If you have some spare time, go to
the Library and search the Yellow Pages (most libraries carry directories of
most major cities) under Aircraft Charter to obtain names of additional
Operators. These listings are generic, but you can call and obtain the contact
individual’s name. Keep up an ongoing campaign monthly. If you build a
distribution list in your fax program, it’s as easy as a couple of clicks to
send the fax to everyone month after month. If you understand mail/fax merge
functions, you can customize and personalize each fax to that particular
company and individual. It takes more work to personalize a large list, but it
is more productive. Remember to scan and include your signature file to your
faxes. It looks more professional. Remember to call the Center Manager for your
aircraft type (FSI and/or Simuflite) and ask for referrals. Take him/her to
lunch. They know everyone.
3. Business Cards: Have some made and use them
frequently. There are even some resources on the Internet that print them for
free. These free cards will include a small ad on the back. Give them out to
everyone.
4. Network with other IC Pilots: This is your greatest resource
for additional work. Most IC Pilots will network their overflow when they can’t
accept a trip because of prior commitments. Get to know the full-time IC Pilots
in your aircraft type and stay in touch with them. Always reciprocate your
extra work. You reap what you sow here. Be respectful to your fellow
aviators.
5. Become Part 135 Qualified: Part 135 Operators typically use
the most Contract Pilot Services. You will find a steady source of work with
these Operators. You must attend an Indoc. session with each Operator annually.
If your Recurrent is coming up soon, contact a 135 Operator and have them
submit a letter of authorization to the training vendor for your 135.293/.297
training. You will probably have to attend their Indoc first.
6. Never, ever go out on a contract trip without a
signed contract: The contract will spell out all areas of the commitment (on both sides).
This will deter any misunderstandings later. Have your lawyer write it. A
couple of bucks spent here is a good investment.
7. Act like you are in business for yourself: Stay current, professional, and keep
your business to yourself when flying a contract trip. No one wants to hear how
much your daily rate is or how much time you are taking off next month. You
probably wouldn’t be taking that much time off if you were marketing yourself
adequately and had more work lined up.
8. Daily Rates: Success in your own business
requires the willingness and ability to operate on your own authority. So..tell
the Operators your daily rate. If you are timid about this and just accept what
“they offer”, then you have just given up that authority. You will never
receive anything better than the first offer anyone makes. You must get
over the “fear of rejection” thing. So what if they say no….move on and stay
the course. Who’s in charge of YOUR business anyway?
9. Other: Success has different meanings to all of us. If, you
love the work you do, but can never generate enough money from it....it is
not financial success..it is a just a never ending struggle. If you are making
enough money and don't like your work....it is not success...but an endless
sacrifice. So...If you have tried everything in this business we call aviation,
and it isn't working...DO SOMETHING ELSE! We live in the land of
opportunity and the whole world is just right outside your front door.
Also.. do not spend all your time "getting ready". Just go for
it!
Well…that’s all for now. If you use some of these tips, you
will increase your business. Good luck to all.
Charlie Watson